Drinkaware CEO Elaine Hindal said: “It is extremely concerning to see some people talking part in so-called ‘neck nomination’ challenges on social media. Drinking large quantities of alcohol very quickly can have devastating consequences, which should never be underestimated. The trend for social media drinking challenges isn’t new and has, in the past, been linked to several deaths.

“If you drink a lot in a short space of time, the concentration of alcohol in the blood can stop the body from working properly and lead to accidents, risky behaviour as well as acute alcohol poisoning. It’s irresponsible, to say the least, to add to the pressures on our NHS at this critical time.

“What many people might not know is that there is no minimum to the amount of alcohol that can cause alcohol poisoning; this depends on the individual, and on other factors such as whether they’re on medication or have taken drugs.

“Signs of alcohol poisoning can include loss of coordination, vomiting, seizures, low body temperature and even unconsciousness. If you suspect alcohol poisoning, act fast – call 999 for an ambulance straightaway.”